KBC Season 18 records 80% YoY growth in Sony LIV ad revenue
Here's what's trending across India right now:
New Update Sony LIV has recorded an 80% year-on-year increase in advertising revenue for Season 18 of Kaun Banega Crorepati (KBC), while premium CPMs have risen 50% from the previous season.
Adding to this, The growth comes as advertisers increase spending on digital entertainment properties and seek integrations beyond conventional advertising spots. These IPs offer advertisers in-show integrations and access to viewers on connected TVs and mobile devices.
Meanwhile, This season, brands have been integrated into different parts of the show. Google Gemini will power a lifeline, while Malkist will be associated with a contestant's journey to the Hot Seat. Maruti Suzuki will feature as a prize, Bharat Petroleum will be part of conversations around road safety and sustainability, and PhonePe will be integrated into discussions around financial goals.
Notably, Each brand has been assigned a role within the gameplay and conversations led by host Amitabh Bachchan.
As per the latest buzz, KBC Play Along allows viewers to answer questions in real time as the show progresses. The feature gives advertisers an opportunity to engage with viewers during their participation rather than only during advertising breaks.
In further updates, The expansion of CTV viewing provides a large-screen viewing experience, while mobile devices allow viewers to participate through KBC Play Along.
On top of that, Google Gemini, PhonePe, Malkist, Bharat Petroleum and Maruti Suzuki are Co-Presenting Sponsors on Sony LIV. Director Special Elaichi and Jaquar Lights are Co-Powered By Sponsors, while Polycab, Colgate, Ultratech and Gowardhan Ghee are Special Partners.
Commenting on the development, Ranjana Mangala , Head -C Digital Ad Sales and YouTube Business, Sony LIV, shared, "In today's cluttered advertising landscape, Kaun Banega Crorepati stands apart as one of India's most powerful and enduring brand platforms. Rooted in the aspirations and values of modern India, KBC enables brands to become an authentic part of compelling stories rather than just advertising. The 80% growth in advertising revenue and 50% increase in premium CPMs show the value advertisers see in KBC on Sony LIV. Brands are not looking only for reach; they want a meaningful role within the content and opportunities to engage viewers across screens. KBC gives us the ability to combine in-show storytelling, the shared viewing experience on connected TVs and real-time participation through KBC Play Along. Our focus is to give each partner a role that fits naturally into the show. Whether it is a lifeline, a contestant's journey to the Hot Seat, an aspirational prize or a conversation around financial goals and sustainability, the integration must be relevant to both the brand and the KBC audience."
Source: Social Samosa